IN THIS SUMMARY
In Treasure Hunt, Michael Silverstein augments the marketplace research and intimate consumer portraits he began in Trading Up (with Neil Fiske), offering a unique view into the low end of the buying marketplace. Consuming has become a Treasure Hunt, concludes the author, a constant search for the perfect value every time. What Silverstein uncovers is a financially savvy society, well-educated in the business of buying — men, women, and families who know what they want, how to get it, and what they’ll have to do to maximize their purchasing pleasure and power.
To further exemplify the spending habits of the middle class consumer, Silverstein offers case studies that show how some of the best-known brands in the world have affected (or been affected by) the transformation of the consumer goods market, including Aldi, Bath & Body Works, Marriott, Dollar General, eBay, McDonalds, and LG, among others.